corporatereplacementmarketresearch(编辑修改稿)

corporatereplacementmarketresearch(编辑修改稿)内容摘要：

sio nsp e c iali z e d in f o p r o v isio nA p p ro a c h in gtar g e tg e n e ral/d e p a rt m en t m a n a g e rg e n e ral/d e p a rt m en t m a n a g e rf in a n c e o r lo g isti c f in a n c e o r lo g isti cT a r g e tA D e m p h a sis li f e sp a n , n e w f u n c ti o n (sp e c iali z e d i n f o rma ti o n …)Main finding and implication The pager user • CCD are mostly owned by the manager while Numeric are most owned by the sales man ,but in some service industry and some media industry ,the CCD or numeric are popular among all the people. • the incentive for the replacement of numeric is paratively rational, while the replacement of CCD is most emotional manager salesamp。 stuff CCD numeric mon coverage manager salesamp。 stuff CCD or numeric service industry amp。 media industry main finding and implication: overall The purchasing policy staff finance office logistic department manager general manager apply executor • the incentive lies in the stuff and the decision power lies in the general we can use the AD to arouse the need for replacement in stuff ,and use the direct salesamp。 promotion to push the decision main finding and implication: overall finding amp。 implication in intendor • because at present some of the old pager is broken or in bad performance , they thought of changing the pager • they just think that when the pager is broken , the replacement is needed • they are though of replacement the pager to a certain volume, and because at present there are just a few person plaining the bad performance ,so they want to wait for a certain period to put forward the movement • 3 years of Motorola pager using experience finding implication • to contact the pany actively to propel their replacement action • to establish a longterm relationship of replacement with the pany • to provide more fashionable pager to attract their interesting of replacement main finding and implication: intendor finding and implication implication fact • the former brand and the present (after change ) brand are almost Motorola • the duration before replacement average 3 years or so ,ranging from 2 to 4,5 years • 3 out of 5 pany changed operator acpanying pagerchange,the reason for operatorchange is because of the promotion amp。 good type amp。 active connection or AD • Motorola brand will help guarantee the success of the tradein program because of the well established good image amp。 popularity in the pany market • it is the right time to push the tradein program because there are a lot of the pany who had replaced their pager with the duration of average 3 years • the right operator who can actively propel the project and the well cooperation between the operator and Motorola will help perate the market main finding and implication: experienced user finding and implication implication fact • with the rational incentive(broken,bad performance), pany will gradually change their numeric to numeric(or CCD to CCD) • with the emotional incentive(vogue) or the job demand,pany will change their numeric to CCD ,or change their old fashion CCD to a more fashionable (more contend) CCD in a certain amount • pany seldom accept infopager • if Motorola want to push numeric ,the longterm relationship for replacement should be established between operator and the pany, and the program should last long • if Motorola want to push fashionable CCD, then they should resort to AD to establish an environment for replacement and with the same time the direct sales is needed. Because of the large volume ,the cost can be offset • infopager is not the suitable pager for pany main finding and implication: experienced user Suggestion the suitable pager for the public replacement market • both numeric and CCD will do for the public replacement market ,but the pager should involve such characters as following : be more stable larger the volume is ,the better 3. to be more fashionable 4. to have a larger screen 5. to add some useful information,such as the flight,the news 6. the information on the stoc。